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Getting the right advice

44% trust mother's advice over friends or partners and one in four would recycle their mum's wedding dress. 

One in twenty name their gran as their clothing inspiration.

When it comes to fashion it seems mother really does know best... with more than half (55 per cent) of young women regularly raiding their mum’s wardrobe for clothes.

Going vintage

New research from online retailer isme.com has found that the UK’s style savvy and cash conscious young women are keeping it in the family, with two in five (37 per cent) saying they recycle items from their mother’s treasured collection – giving vintage outfits a new lease of life by updating old looks for today as well as saving money rather than shelling out for new clothes.

Something borrowed

Our passion for retro fashion even extends to wedding dresses with a staggering one in four (24 per cent) brides now wearing something borrowed – choosing to walk down the aisle in the same frock as their mother.

The very best advice

A third of 18-24 year old women now say they’d choose their mum as a shopping buddy – ahead of their partner – and another 44 per cent reveal they trust their mum to offer fashion advice over their boyfriend, husband and friends.

Who inspires you

And despite the influence of magazines and celebrity culture, another one in four reveal it’s their mum, rather than designers or well-dressed stars, who inspires their choices. A further quarter of women say their style is so in tune that they often look like their mum’s ‘mini-me’ – by accidentally dressing in almost identical clothes.

What the survey says

But it isn’t just mothers who are setting the pace when it comes to family fashion. A further one in 20 women quizzed for the isme.com survey name their granny as their number one style icon. It seems London and the West Midlands are home to the most super-chic grandmas, providing inspiration for ten per cent of younger female relatives there.

The survey also found that almost one in three (30 per cent) mums enjoy going shopping with their daughters for inspiration and style advice.

Ruth Start of isme.com

Commenting on the survey, isme.com spokesperson, Ruth Start, says: “This survey confirms what many of us have long suspected – that just because you reach a certain age, it doesn’t mean you lose your sense of style. Young women appreciate role models who have learnt how to dress and look good. That takes style and life experience – something our isme ladies have in abundance.”

Famous mother and daughter duoes

The nation voted its top five most stylish mother and daughter duos as:
1. Goldie Hawn and Kate Hudson
2. Pearl and Daisy Lowe
3. Jerry Hall and Georgia May Jagger
4. Carol and Katie Vorderman
5. Judy Finnegan and Chloe Madeley

Check out the fashion ideas on:

www.isme.com